ideas worth stealingWhy ads can’t be improved
Dan wrote to ask what I think about ads and ad placement in web pages (I didn’t talk about it in the book). He’s been experimenting with some different design styles so the ads appear to be more a part of the page than traditional banner ads and Google’s text ads.
We’ve learned over the years that users ignore banner ads. To remedy this, we tried interstitial ads, animated ads, flyouts, you name it. Nothing has really worked. As soon as a new trick is invented, users catch on and quickly learn to ignore it. Text ads have been most effective, but that’s primarily because the companies serving them have made the ads relevant to the page’s content, and text is the only format left that hasn’t totally alienated our audiences.
You can’t be sneaky on the web. The web always finds out. And when that happens, you’re cooked.
So my answer, Dan, is that, until someone invents a way to make ads meaningful and truly useful, I suggest you do … nothing. Let your users ignore the ads. That’s what they want to do, and trying to dupe them will only drive them away. Your best bet is to keep telling an honest story - on your own site, through the work you do with clients, and so on. An honest story that captures interest earns trust, and trust earns you the traffic you need to raise the incredibly low click-through rate earned by online ads.
The rate will still be incredibly low, but it’ll be slightly less low.
Of course, you could be the guy who invents the new ad-delivery method.
Good luck.
Posted by Robert on December 5th, 2006
one comment
Thanks Robert.
First, I’d like to say, I do hope to be someone who can contribute to this.
Second, I thing you are correct in saying that users will catch on and that “ads that are relevant” to the content are better ads.
But, I do feel that ads can contribute, if they are done properly. I feel that if the ad is clear, concise, and does not interfere with the quality and flow of the page, it can be acceptable. I too am tired of Flashy ads. Honestly, when I’m searching for a advice on scripting, I don’t have time to “punch the monkey”, or get a quote on Auto insurance.
I am working on a directory geared toward a specific “business” type. Categories are separated by state, and I plan to allow businesses in that state to advertise on their specific states page. So the ads are more for placement, than for ad revenue.
Thanks for answering, and all the advice.
Dan